If the first step of online marketing is driving traffic to your site, the second step is capturing email addresses so you have the opportunity to build a relationship with emails. You want to create an offer so compelling that a visitor can’t leave without wanting it. They have found it from your social media ads or an online search.

These 10 options may serve you well. The trick is to know your customer, what questions they have and what they would find valuable. Then decide the best format to deliver the information. You could even combine two or more of these into a package that a customer will find too good to pass up.

1. Electronic book. Compile your information into a Word document, convert it to a pdf with attractive formatting, a cover page and links that point to you. In no time you can have a nice downloadable gift for your new potential client.

2. Report or White Paper. In a report, you create a slightly more formal written document that includes statistics and up-to-date information on your topic. Include your resources, bibliography, and possibly graphs and tables.

3. Top ten lists. Create simple lists of frequently asked questions. You can create a collection of the top ten exercises, for example, food or cardio exercises. These are quick for you and easy to read for your prospect.

4. Video series. Make a series of videos that solves a problem for your prospect. Give them some exercises at home. Give them a series of warm-up exercises, balance exercises, basic exercises. You can find ways to use the equipment you have in your facility to mock your services.

5. Teleclass. Create a single session or a series of multiple teleclasses that let clients see what you can do for them.

6. Webinar. Similar to teleclass, but adding the option to use slides or a live screen along with your audio presentation. A webinar can be live or recorded.

7. Nutritional or Wellness Profile. Upload a quiz to a web page for visitors to submit. Contact them for a referral session over the phone or in person.

8. Playlists. Set up a free download of appropriate cardio or relaxation music for your audience.

9. Challenges. Set up automated emails for 21 or 30 days specifically focused on your niche goal.

10. Audio recording. Similar to a podcast, record yourself giving a presentation that you can offer as an instant download.

Any of these can take as little or as much time to prepare as you need. You may want to keep it fresh and rotate this free content on a quarterly basis to attract new customers. When you do, be sure to send the new content as an additional gift to people already on your list. For them it is an expression of gratitude to the client.